GoodUI DATASTORIES - ISSUE #20 - DECEMBER 2015
GoodUI DATASTORIES - ISSUE #20
www.goodui.org/datastories
Six Reassurances For Higher Sales
Meet the Home Page. It’s the entry screen to www.covenanteyes.com - a service that enables people to
have discussions around their online browsing habits. Whether the discussions are with your kids, your
loved ones, spouses, or within an organization, the software requires consent to track and report online
browsing behavior. Very quickly on, we identified that these unanswered privacy issues could be a major
resistance on the path of people signing up to this service. Taking this as a central starting point for our
test, we moved forward with optimization of paid accounts. Here is what the funnel looked like ...
Home Page
Plan Selection Page
Sign Up for Covenant Eyes
Family
Personal
Select
Group
Select
Select
3 Step Signup & Checkout
Add Users
Add This User
Primary Metric: Paid Accounts
Measured with Visits to post-payment page
Best Outcome: Possible +17% To Paid Accounts
The effect ranged from -2.3% to 36% and was achieved after one test with 4 variations and over 33,000 visitors.
The Control
The Best Variation
Converted at 3.2% with 244 out of 7,609 visits
Converted at 3.7% with 280 out of 7,708 visits
A
B
+17%
Paid Accounts (Visits to
Post-Purchase Page)
Find Out Everything We Learned From
All 4 Variations And How Exactly We
Raised Paid Accounts By 17%
Get This Complete Issue Online At
www.goodui.org/datastories
Key Changes That We Think Have Contributed To The Effect, The Most:
You’ll Also Receive:
Benefits
Reassurances
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The Test Setup & Strategy with the full process
idea
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Three key benefits of the service
A list of reassurances addresses any
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idea
The Complete Variation and the highlighted UI changes
objections customers might have to
The Results with key findings, analysis and absolute conversion data
using the service.
Key Process Learnings and our reflections on the testing strategy
The Decision and how/if we implemented it
Future Testing Ideas and what else to test
The UI Blueprint that we ended with
have been surfaced.
A sample report is shown to help
understand what users of the
service will receive.